We all know that Donald Trump is a misogynist. But that’s not the end of the story. Trump uses women in a calculated way to promote his business empire and political image.

This promotion is part of a broader dynamic, where the construct of femininity is wielded as an ideological cement for capitalists: women in business and politics are required to maintain the soft, tender caregiver image on the outside while needing to be tough, brutal, and cut-throat on the inside to get to the top. The way in which Donald Trump associates with women in his business and personal life is a microcosm of larger trends. Trump’s daughter, Ivanka, and his political opponent (and former friend) Hillary Clinton, both represent the same corporate feminism.

In The Art of the Deal, Trump describes his father as bold, relentless, and hardworking; his mother, on the other hand, is described as “the perfect housewife,” who “cooked, cleaned, darned socks and did charity work at the hospital.” According to Donald, his mother was glamorous, supportive, and beautiful — like many women in Trump’s life, Mary was subordinate to a domineering husband and only played an auxiliary role in the family.